Merkle launched the Merkury, an identifier designed to allow marketers to continue targeting audiences online without using third-party cookies.
Merkle’s Merkury enables first-party, cookie less identity
- Clean and link offline and digital records for databases, data lakes, and technology platforms
- Turn anonymous site, media, and email engagements into cookie-less IDs of consumers
- Enhance cookie-less IDs with high quality, person-based data for insights, segments and models
- Deliver personalized, cross-channel experiences across media, site, service and more
- Measure at the person level for improved attribution and privacy-safe closed-loop analysis
- Enable customized call center scripts based on previous audience model scores or behaviors
- For media owners and publishers, future-proof and products and media monetization efforts
The Merkury ID is integrated with M1, Merkle’s PII-based data platform used by Dentsu agencies to discover and target audiences. Merkle plans to integrate the Merkury ID with CDPs from major marketing clouds so it can be used across paid, owned and earned channels.
The Merkury tag will be immediately available to publishers that participate in PAM, which facilitates server-to-server integrations with Pandora, AOL, Time Inc., Weather and others.
Merkle plans to sell the Merkury ID across the market regardless of relationships with parent company Dentsu, positioning Merkury against independent ID solutions from LiveRamp and Neustar.
Companies licensing the Merkury ID can bundle in services from Merkle’s consulting, systems integrations and analytics services on an FTE to help deploy the technology. Currently 300 Merkle staffers are working on the Merkury product.